Dubai: e and UAE, the flagship telecom arm of the global technology group e and , has been named a main partner of the Edge of Life campaign, an initiative launched to combat childhood hunger. Spearheaded by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, the campaign was initiated during Ramadan with the aim to raise a minimum of AED1 billion to support sustainable solutions for childhood nutrition globally.
According to Emirates News Agency, e and UAE is utilizing its platforms and resources to facilitate contributions to the campaign, which seeks to ensure access to nutrition and protect children from hunger. The initiative also aims to foster compassion, solidarity, and aid for vulnerable populations while highlighting the UAE's humanitarian role on a global stage.
The Edge of Life campaign operates under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) and is organized in partnership with UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger. Masood M. Sharif Mahmood, CEO of e and UAE, emphasized that joining the campaign reflects the company's commitment to supporting national initiatives and its vision of using technology for humanitarian purposes.
e and UAE is promoting the campaign through various efforts, including dedicating special numbers for contributions, sending inspirational SMS, and leveraging platforms like Smiles and GoChat. Additionally, the company is featuring premium mobile numbers in the Most Noble Number charity auction, in collaboration with Emirates Auction. This event, taking place at the Armani Dubai Hotel, Burj Khalifa, involves businessmen and philanthropists from the UAE.
The telecom provider has also changed its network name for promotional purposes and is running social media campaigns and SMS offers throughout Ramadan. Donations and contributions for the Edge of Life campaign are welcomed across seven main channels, including the campaign's website, a dedicated call center, and various digital platforms like DubaiNow and YallaGive.com. Contributions can also be made via bank transfers to the campaign's account with Emirates Islamic Bank or via SMS by sending 'LIFE' to designated numbers.
